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Abstract

A method and system is provided for presenting structured ads in a sponsored search. Query template candidates are automatically generated for placing a structured ad corresponding to a search query. A Structured Ad Module (SAM) for placing structured ads is created and metadata relevant to the structured ad is provided.

Copyright

Yahoo! 2010. All Rights Reserved.

Country

Undisclosed

Language

English (United States)

This text was extracted from a Microsoft Word document.

This is the abbreviated version, containing approximately
45% of the total text.

Method and
System for Presenting Structured Ads in Sponsored Search

Abstract

A method and
system is provided for presenting structured ads in a sponsored search. Query template candidates are automatically
generated for placing a structured ad corresponding to a search query. A Structured Ad Module (SAM) for placing
structured ads is created and metadata relevant to the structured ad is
provided.

Description

Disclosed is a
method and system for presenting structured ads in a sponsored search.

In general,
structured information is easier to be processed and acted upon by users. Presenting users with ads in a structured
format improves user experience and enables search engine providers to
efficiently use valuable real estate on a search result webpage.

The method and
system disclosed herein, automatically generates query template candidates for
placing a structured ad corresponding to a search query. For example, the most frequent query
templates may be identified based on search logs such as, %FOOD ITEM% recipes,
%LOCATION% things to do, %MAKE% %MODEL% %YEAR% or %AIRPORT% to %AIRPORT%
etc. Given the search query, a
segmentation system such as for example, a CRF text segmentation system
identifies segments and assigns labels based on ontology. For example, the segmentation system
identifies "Bank of America" as a segment in "Bank of America
Jobs" and "Bank of America" as %ORGANISATION NAME%. However, if the query were "banks in
America", the segmentation system identifies the segment "banks"
as %ORGANISATION% and the segment "America" as %COUNTRY NAME%. Further, individual queries in query logs are
segmented to produce query templates.
For example, a search query "Used 2007 Toyota* Camry*" may be
segmented as "Used", "2007", "Toyota",
"Camry" and then cast into a template to form "Used, %YEAR%
%MAKE% %MODEL%".

Thereafter, the
generated query templates are examined and the fields that are to be requested
from the advertisers are determined. The
method further involves, enforcing data types corresponding to the fields and
defining rules to semi-automatically validate data provided by
advertisers. For example, the value for
"year" needs to be an integer type.
Subsequently, at serve time, a Structured Ad Module (SAM) is created in
a predefined format for placing structured ads. The SAM may be created in
different shapes and sizes based on a real-estate available on a search result
webpage. Query templates, such as
%WEBSITES% may not be suitable for a SAM module. For example, the query template %WEBSITES% is
unlikely to have bidders or offer comparable data since these might be
registered trademarks.

Subsequently,
advertisers are recommended a query template in response to a bidded term. When an advertiser enters the bidded term,
the system segments the bidded term and recommends available query templates to
the advertiser. The advertiser may then
commit to a suggested query template and provide metadata relevant t...